Philips

The challenge

Philips set out to establish its new Wave Pro Curler as a premium styling solution in a growing category. The challenge was to shift the brand from a functional, mass-market positioning towards a more aspirational beauty brand while demonstrating the product's effortless styling experience and long-lasting results.

The result

The consumer insight led to the campaign platform "Being Unstoppable." Rather than focusing solely on product features, the campaign celebrated the confidence that comes from knowing your hair will last all day. The creative followed a woman seamlessly moving through every moment of her day, empowered to do everything she wants while feeling unstoppable. The "Being Unstoppable" platform was translated into a versatile multi-asset campaign system.

Credits: Wenneker Amsterdam, Ines Vansteenkiste-Muylle